Metsä’s SAGA Brand Partners with MasterChef Finland

Metsä Tissue’s SAGA brand will be the official partner of MasterChef Finland in the spring of 2022. SAGA, which specialises in biodegradable and compostable paper products for baking and cooking, makes products for both consumer markets and professional kitchens.

“Cooperation with the MasterChef programme is ideal for SAGA. The well-known global programme format is all about high quality, and the competitors are supplied with the very best products. Our products meet the criteria of both professionals and demanding home cooks, and it will be exciting to see how the competitors tackle all the tasks and challenges,” says Ninja Mielonen, marketing manager for SAGA.

MasterChef is the world’s best known food programme. It pits skilled amateur cooks against one another in delicious challenges judged by professionals in the food business. The judges for MasterChef Finland 2022 include Kari “Kape” Aihinen along with Henri Alén and Helena Puolakka, all well-known names in the sector.

The cooperation between MasterChef and SAGA will provide the contestants with a wide range of SAGA products during the programme. The products will be visible in the MasterChef pantry and at each cooking station. In addition to the natural product visibility in the show, the cooperation is also seen in advertising throughout the spring.

“The programme offers product visibility for SAGA in the right target group and environment. Sustainability lies at the core of SAGA products. Our renewable paper products made of sustainable and certified raw materials are ideally suited to the programme format, and this cooperation will make SAGA even better known in the market and develop its brand image,” says Mielonen.

The programme will be broadcast on the MTV3 channel and mtv3 online streaming service, starting on 15 February. The 20-episode season will last all spring. The first two weeks will feature double episodes. The grand finale will take place on 21 June 2022.

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